TripAdvisor has unveiled a primary for the travel advertising industry by launching a ‘Delayed Ad Call’.
In a move designed to extend the client’s confidence inside the value of display advertising in addition the impact that it has at the way that internet marketing is measured, partners of TripAdvisor will now only ever pay for advertising that may be seen by a user at the site.
This initiative works by only making the ad call once a user gets to some degree at the TripAdvisor page where the ad unit is in view.
Most online publishers – and therefore networks and trading desks – provide an extremely disparate environment with many ad placements per page which can be often multiple times below the fold, in positions that a user never actually sees.
Martin Verdon-Roe, vp global display sales, TripAdvisor said: “Our clients are always searching for measurable results and confidence inside the media they’re buying, whether that be for a Branding or a ROI campaign.
“With our delayed ad call in place advertisers can now be fully confident that the implications that they’re measuring on TripAdvisor are a true and true representation in their media investment.”
According to a study by AdSafe Media, half ads bought directly on Publisher sites were never seen by the user, and 60 per cent of ads on Networks and exchanges were never seen by the intended user.
ComScore performed an identical study which revealed that view ability ranged by format from between 66-74 per cent throughout the 12 Premium Publisher sites measured.
At an identical time Comscore revealed a robust correlation between time-in-view and conversion, meaning that ads in view longer perform a lot better.
A spokesperson for IAB commented: “The IAB has formed a cross-industry group of experts from the buy and sell-side to check Viewable Impressions and discuss and surface the opportunities and challenges of any such move.
“TripAdvisor’s proactive move to counting an impression only when the ad comes into view is a bold market-leading position previous to industry consensus inside the UK.”
“The impetus for the discussions within the UK is the industry wide initiative inside the US, Making Measurement Make Sense (also referred to as 3MS), which requires several substantive improvements in digital media measurement, in order that digital media are measured in ways which have compatibility with planning, buying and evaluating in a cross platform world.”
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